Summer 2017 Intern Diaries: To Snap or Not to Snap?

“Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion – not just what appears to be pretty or perfect.” – Evan Spiegel, Snapchat CEO

With so many different social media platforms in existence today, it’s hard to choose which will best promote your business. With that being said, it is important to research and strategically plan how you’re going to attack the social media game.

One of the newest kids on the block is Snapchat. With Facebook, Instagram and Twitter being the main platforms businesses are using, Snapchat has been a bit under the radar when it comes to business promotion. Snapchat may not be for all businesses, but I am here to convince you why you should consider creating an account.

The Basics

Snapchat is a one-to-one and group messaging app that lets users send photos, videos and messages that disappear within several seconds. Snapchat features Stories, which are photo or video messages that can be replayed by followers for 24 hours and Memories, which are saved photos for sharing later. The app is only 5 years old, and has 150 million daily active users. And, here’s the real kicker, only 1 percent of marketers use Snapchat.

Interested yet? Let’s keep going.

Huge Millennial Reach

Twenty-six percent of people surveyed between the ages of 12 and 24 said they used Snapchat the most, only second to Facebook. The average user age group is between 12 and 34. With the majority of Millennials ditching traditional news outlets to get their news updates from social media platforms, it is more vital than ever for businesses to seek out new ways to reach target audiences.

Cheaper Advertising

Snapchat has three types of ads: Sponsored Lenses, Sponsored Geofilters and Snap Ads.

Let’s break each of these down.

A Sponsored Geofilter is an illustrated overlay that captures who your business is and what you’re up to. Sponsored Geofilters can be added to privately-sent snaps or publicly-shared Stories. Geofilters can be purchased directly from Snapchat’s sales team. When bought from a sales team rep, you can add a Smart Geofilter to connect the ad to specific locations. When people use Snapchat within the specific geographical region you have set, the option to use the filter will appear when they take a photo or video. Geofilters are best for small, local companies such as a coffee shop or small boutique.

A Sponsored Lens is a filter that alters your face and/or surrounds in real time with animations. Lenses can be purchased directly from Snapchat’s sales team as well. Lenses are highly interactive and allow followers to “play” and interact with your company.

Snap Ads are vertical videos that run for up to ten seconds.

Brand Use for Snapchat

Some of the best ways for your business to utilize Snapchat is by way of contests, sneak peeks, coupon codes, behind-the-scenes viewing and employee introductions. As mentioned in the above quote by CEO Evan Spiegel, the app was designed to show followers real content. Your Snapchat offers a glimpse into what truly goes into running your business. It is important to keep your account fun, playful and real- Snapchat isn’t the place to be negative. Make your brand appear authentic.

Get Ahead of the Curve

Since Snapchat is a newer app, a lot of businesses (especially smaller ones) have not adopted it just yet. Companies are still using Facebook, Instagram and Twitter as their primary social media platforms. Get ahead of the curve by creating a Snapchat account!

Who Shouldn’t Use Snapchat?

In my own humble opinion, almost every type of business can benefit from using Snapchat. However, if your target audience is solely middle-aged to older adults, Snapchat may not be the right platform for your business (although I still believe that every age group can enjoy Snapchat!).

Overall, Snapchat is an app your business needs to consider using. I hope you have learned a little something from reading this post and that you’re going to run out and create a Snapchat account immediately after you’re finished reading.